To celebrate their fresh collaboration with Hey Neighbour, AXE, the globally acclaimed grooming and personal care brand, revealed its ground-breaking AXE Dome Experience.
Welcome To The Axe Dome
“This is the perfect partnership and while we love the line-up, AXE’s collaboration with Hey Neighbour goes beyond that,” says Casey Lee, senior marketing manager at Unilever,
“Hey Neighbour’s plan to turn strangers into neighbours and create connections and experiences is exactly what we’re all about. We want to immerse people into our brand and give them a multisensorial experience of the brand. It’s a perfect pairing.”
The recent event provided a sneak peek of the AXE Dome, setting the stage for its full activation and début at the upcoming Hey Neighbour Festival. The AXE Dome promises a genius exploration of AXE fragrances through an immersive video concept that transports guests on an exhilarating adventure.
This sensory journey, propelled by high-energy visuals, promises to captivate and mesmerise attendees, leaving them in awe-struck wonderment.
“Concert-goers at Hey Neighbour are going to enter the dome and be met with four different worlds set up where they’ll be able to engage with the different AXE scents. There will also be art installations, and an opportunity to really experience the brand,” explains Lee.
This ground-breaking experience, designed to unfold across 13 different scenes, will teleport attendees through diverse AXE fragrance worlds. The journey promises a mesmerising display of all four deodorant SKUs — AXE Black, AXE Dark Temptation, AXE Ice Chill, and AXE Apollo — pulsating within the associated ingredient worlds, culminating with the resounding message: ‘AXE. Stay Fresh. Smell Irresistible, and unlock worlds of seduction’
Adding depth to this anticipated momentous occasion are two of the selected Freshmen – Shamiso Mosaka and rapper Jay Jody.
“Being part of the AXE Freshmen campaign resonates deeply with me. This campaign encapsulates freshness, authenticity, and a vibrant spirit – qualities that align perfectly with who I am and what I represent. The AXE Dome experience speaks volumes to my career, offering a fresh perspective and invigorating energy” said Shamiso.
“AXE is for the youth, and we want to provide them with an amazing product that helps them to connect and have these amazing experiences. Whether it’s about them spraying on AXE and going on to experience Hey Neighbour and create lifelong memories and beautiful connections” concludes Lee.
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